Calm, “Silent Ad”
Agency: In-house creative
Tanya De Poli, founder and CEO, Founders Agency:
It takes lots of guts to buy 30-second ad space on major TV networks that are bombarding you with political ads—in an environment that is causing extreme amounts of anxiety—and just place a silent ad with powerful copy. I love the power that just one good line still has, and this idea is more than just the line—I would argue it’s almost “experiential.” They give you a 30-second silent break from the noise, the clutter, the madness, the huge divide of a whole country, and then they just place their logo in the form of the app. No call to action, no tagline. It’s just a suggestion that needs no explanation. If you are stressed, if you are feeling anxious, download Calm and meditate.
